Electronics, apparel, and home goods set to drive growth online
Over half (53.7%) of online spend this season will be driven by three categories including electronics ($57.5 billion, up 4% YoY), apparel ($47.6 billion, up 4.4% YoY) and furniture ($31.1 billion, up 6.5% YoY). Smaller categories (on a spend basis) that are seeing higher growth include groceries ($23.5 billion, up 9.2% YoY) and cosmetics ($8.4 billion, up 9.1% YoY).
Adobe expects an uptick in purchases for the home this season, as consumers take advantage of deals to upgrade their living spaces. Online sales are expected to rise by 1,060% in power tools (vs. average spend levels from Jan-Aug 2025), along with home security products (up 1,050%), TVs (up 915%), refrigerators/freezers (up 910%), and smart home devices (up 615%). Health monitoring is another growth area this season, with online sales of activity trackers set to rise 1,055%, along with smartwatches (up 950%) and other bio-monitors (up 385%). Additionally, Adobe expects strong growth in the gaming category, with online sales expected to surge in consoles (up 1,040%), games (up 830%), and accessories (up 820%).
Hot sellers this season are expected to include gaming consoles such as Nintendo Switch 2, Sony PlayStation 5, and Xbox Series X, along with games such as Donkey Kong Bananza, Elden Ring: Nightreign, Madden NFL 26, NBA 2k26, EA Sports FC 26, and Call of Duty: Black Ops 7. Top selling toys are expected to include Disney Stitch Puppetronic, Labubu Dolls, MrBeast Lab Toys, Fisher-Price Little People, LEGO sets, and Mini Brands Capsules. Other hot sellers this season include iPhone 17, Google Pixel 10, Samsung Galaxy S25, Oura Ring 4, Kindle Colorsoft, DJI Osmo Pocket 3, and Dyson Airwrap Multi Styler.
